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Two major thrusts in sports marketing
Two major thrusts in sports marketing
Two major thrusts in sports marketing
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With sports becoming more and more commercialized, sponsorships have taken over professional sports. In this paper, Alcohol and Tobacco sponsorships will be the issue of this paper. Sports sponsorship has become an important marketing tool for advertiser’s because of the flexibility, broad reach, and high level of brand or corporate exposure that it affords, (Krapp, 49). Yet some sponsors have created an uproar with in the society, these are namely alcohol and tobacco products. These two make up about half of the sponsorship in professional sports today. Sports sponsorship has been around since the creation of professional sport in the late nineteenth century. It is not a new topic, but it has become some what of a controversial issue in the past twenty years. With Tobacco companies being under strong scrutiny from the government and society, their sponsorship of sporting events have also been questioned about their effect on the youth of America.
Sponsorships are useful as a supplement to regular advertising; however, they are especially valuable as an advertising substitute in situations where advertising may be banned or limited. Sports sponsorship provides opportunities to reach audiences in four distinct ways: (1)during the prepromotion advertising and publicity for the event, (2)at the event site during the event itself, (3)during the live or delayed broadcast of the event, and (4)during postevent news reporting of the event’s results. Each time the sporting event is mentioned or shown in the media, there is an opportunity for the event sponsor to gain exposure, (Krapp, 50). Alcohol and Tobacco companies take great advantage of this. They sponsor sporting events or pay to have their advertisements in certain sports arenas and stadiums for just this reason. Multiple chances to have their brand or corporate name shown on television or by the people attending the sporting event. Yet by having these advertisements in the arenas or stadiums, the alcohol or tobacco company does not have to put up warnings with their advertisement like they have to do on their products and advertisements in publications. Significant brand exposure may be gained through event publicity, prepromotion, on-site signage, and telecast of the event, but unlike conventional advertising, there is no requirement for including health warnings or moderation messages, (Locke, 224).
Several beer companies are heavily involved in sport sponsorship, actually owning or sponsoring Major League Baseball teams. For example, Anheuser-Busch owns the St. Louis Cardinals, Coors has an ownership position with the Colorado Rockies, and Canadian brewer Labatt owns the Toronto Blue Jays.
The media affects society in positive and negative ways. This can be seen in America’s national pastime baseball. Baseball is a sport that became the national sport in the United States in the late 19th century. From the beginning of the sport they tried to keep the highest standards to each player and ball club. There were times of scandal, but of all the things that happen to baseball substance abuse has been portrayed as one of the worst thing a player could do. To defame the baseball was to ruin everything the sport stood for. This research paper will look at one of the worst blotches in baseballs history, the steroid era.
Smoking has been a major part of American culture since the end of the nineteenth century. While it made its most public debut while prohibition of alcohol was going on, it was seen as a negative thing just the same as drinking. With people beginning to feel negatively against smoking, as the same as drinking alcohol, it almost made the activity more popular. At this time there was a “rise in popularity in tobacco, especially in its new and most devious form, the cigarette” (Brandt, p.45).What brand a person smoked was all on preference, but the popularity of them was all on how it was advertised. It was known that a person “buys brands rather than cigarettes and it is the advertising that has built up this prestige in the consumers’ eyes for a particular product (Brandt, p. 78)”. One of the first main brands that became popular was Camel under the company of RJ Reynolds. Camel cigarettes were very successful and their advertisements are more than half the reason for it.
Sport is one of the largest mediums that corporations can utilize to get that mass message out to their customers. Many of us have different ways that “tickle” our fancy so to speak. What interests one does not necessarily interest another, but, even if one person can convince others to try a product or service a domino effect may occur. Corporations are always trying to “spice” up their advertisement. They probably do this to see if they can manipulate a consumer to try their service or product. For example, Budweiser has been running beer ads for many, many years and incorporated comedy into their commercials. They went from frogs to lizards to obnoxious acting. In my opinion, people are swayed by these tactics and tend to try a Budweiser beer more often than they had.
Economically, cigarettes are highly advertised, extremely affordable and accessible to practically anyone. As for the advertisement aspect in the sale of cigarettes, tobacco companies spend billions of dollars per year to advertise their brands. This money is spent on the actual advertisement, and also on manipulating the subconscious minds of teenagers. (Reynolds, 1999) Billboards and magazines lure teenagers to smoke, by using teen idols and appealing photos in their ads. The Canadian Government has been attempting to put a stop to tobacco industries using teen idols in selling their products, by passing Bill C-71, a legislation that forbids tobacco companies from putting up signs for events in which they sponsor. The car racer and teen idol, Jacques Villeneuve can no longer be advertised in his car racing suit as Rothman's cigarettes advertisements are highly visible on it, as this would give off a negative message to teens who look up to him. The only exception to this law however, is that the signs may be put up at the site of the event, in bars or in newspaper...
Athlete Endorsements – What’s in a Name." The Business of Sports. Wordpress. Web. 12 Sept. 2011.
The ADS was used in order to examine sport-specific psychosocial reasons for alcohol consumption; supporting the hypothesis, the ADS predicted a substantial proportion of the unique variance in AUDIT scores. ...
The topic that I have chosen is student athletes' use of drugs and alcohol. I'm interested to see if the old theory that student athletes tend to stay away from these things still holds true today. From my own personal experience as a former high school and college football player, I doubt that this is true. I'd also like to find some studies that may compare student athletes to the general student body to see if there is a correlation of usage between these two groups. With the many stories of athletes being arrested for alcohol and drug abuse, I feel this information may be helpful in setting up a drug prevention program at the high school or middle school level.
Two thirds of the human body, including an athlete's body, is made up of water. Without water we can not live, nor would we exist. Water needs to be purified in order to be drinkable and safe for humanity. Most athlete's drink high quality purified water which promotes their hydration. Dehydration is the result of not having water in your body. This can lead to fatigue, headaches, joint pain and other uncomfortable states in the human body which would affect an athlete's performance. A human can not spend more than three days without having water, therefore an athlete that uses more water than a normal person would have a shorter period of time because of how quickly they use the water. The average tissue in your body is made up of 50 percent
When you hear the names: Barry Bonds, Lance Armstrong, Alex Rodriguez and Jose Canseco what is the first thing that comes to your mind? Those are the names of some of the most famous athletes in the world. They were all at the top of their game and considered the best players in their sports, but they all had one problem. They all used performance enhancing drugs such as steroids to get the upper hand. Their decisions to do performance enhancing drugs doesn’t only affect their careers it affects society in a lot of ways. It became a social phenomenon.
The nature of advertising is to sell and persuade, although advertisements are not created to cause any damage, some advertisements can be very harmful to viewers. While most advertisements that possess bad habits like smoking and drinking have been banned, there is still gambling related advertisements being shown. Some of these advertisements include: television advertisements in particular during sport shows and special events like Melbourne Cup Day, computer pop-ups, messages sent to your personal email and phone. This essay will argue that all forms of advertising of gambling should be completely banned because it can be a trigger for people who already gamble and are addicted. This can result in complications in people’s lifestyle, relationships and financial situation. In addition advertisements can be misleading for young adolescents, which in turn can start lifelong addictions.
I attend a university whose motto is "work hard play harder," and I work in a bar. It's safe to say I have seen my share of the at times hilarious (and other times hilariously bad) effects that alcohol can have on people. This past particular Friday night was a devastating time for nearly everyone here on grounds, due to U.Va. basketball's shitshow of a less-than-stellar performance. I made an effort to observe how the actions of the students at the bar affected each other, and I found that conformity was very noticeable this night. Each basketball shot was followed by an alcohol shot, and the celebration and over-indulgent nature of each student at the bar seemed to have a contagious effect on everyone else. It seemed as though students only
The flip side of any sponsorship deal is the knowledge that the sponsoring organisation's most valuable marketing asset, its brand, is exposed to the risks that are inherent in professional sport. The key issue is the strength of the link between shocks, crises and general bad behaviour of top-profile sports people, and the image and brand equity of sponsors. In short, when the mud flies, does it stick to the brands?
While sports for the spectators are merely entertainment, the economics of the industry are what drives businesses to become involved. Sports have become more of a business entity rather than an entertainment industry due to the strong economic perception of the over all industry. There are several instances in which economics may contribute to the effect on the sports industry, such as: the success of a team, the price of a ticket, the amount of money an athlete will make, and the amount of profit a team will make. The success of an...
Sports are one of the most profitable industries in the world. Everyone wants to get their hands on a piece of the action. Those individuals and industries that spend hundreds of millions of dollars on these sports teams are hoping to make a profit, but it may be an indirect profit. It could be a profit for the sports club, or it could be a promotion for another organization (i.e. Rupert Murdoch, FOX). The economics involved with sports have drastically changed over the last ten years.
There is research that suggests that alcohol and cigarette usage can prevent brain altering diseases in elderly years, even though substance abuse is directed linked to dementia. Alcohol consumption can decrease the risk of dementia. Tobacco products have many health benefits. However, reducing alcohol consumption can prevent dementia. Making the conscious decision to abstain from alcohol can positively impact brain health dramatically. Cutting back on cigarettes and tobacco products lessens the likelihood of developing mind deteriorating diseases. Avoiding the use of tobacco products greatly promotes better health across many body systems, including the nervous system.